I’m excited to be heading to San Francisco next week for the Inbound Marketing Summit taking place on April 28-29. Inbound Marketing is an interesting change, because unlike traditional marketing, which focuses on finding customers and pushing messages to them, Inbound Marketing focuses on ways to be found by the customers.
If you haven’t already, you need to pay attention to Inbound Marketing because traditional marketing isn’t working the way it used to:
- We DVR our favorite TV programs and skip the ads
- We have SPAM filters that block unsolicited bulk emails
- Telemarketing has been crippled by do not call lists
- Newspapers and magazines are going out of business by the day
The answer isn’t finding a another way to push your message, it’s changing how you reach your customers. The way to do this then, is to help your customers find you online through Inbound Marketing. The heart of any Inbound Marketing effort is to create high quality content. This content can reside on a website, a blog or any other sort of media including video, photography or audio. The next step is to ensure this content is findable via Search Engine Optimization techniques so that your content appears organically in searches – which is still how most people find products online. Finally it’s a natural step to use the wide variety of social media tools to provide additional support and context to your SEO efforts. By the way, if my description of Inbound Marketing isn’t completely clear to you, check out this great post by Rick Burnes on the Hubspot blog for a more comprehensive explanation.
So hopefully you can see why I’m excited to see where the great slate of speakers at the Inbound Marketing Summit think that Inbound Marketing is going in the coming months and I’ll be sure to put together a post or two to sum up what I hear.